Whether it’s evergreen content on your website, a blog or some kind of promotional material, you’ll want your content to appear as high up the search engine results pages (SERPS) as possible. There is, after all, little point in having the wittiest, most erudite content on the web if nobody ever sees it.
At the same time, you don’t want content that exists purely to push up rankings and which has no other inherent value. Your content reflects on you. You want the people who find it – those living, thinking human beings – to find it engaging, useful and entertaining.
This can be something of a juggling act but it’s certainly not impossible. Back in the early days, when SEO was largely about repeating keywords, you could easily tell the difference between content that was optimised for search engine bots and content that wasn’t.
Now it’s a lot more nuanced, and search engines like Google have more sophisticated algorithms. Keywords are still massively important but they can be used in a far more natural manner.
A good quality SEO Agency can help you with keyword research and placement, as well as other SEO techniques such as back linking. If researching keywords yourself, remember that you’ll want a mixture of short-tail and long-tail keywords. Short-tail keywords are the simplest phrases that people tend to type into the search bar when looking for something. If you run a furniture restoration shop in Sheffield, ‘furniture restorer’ could be a relevant short-tail keyword.
Long-tail keywords, such as ‘Antique pine restoration Sheffield’ are more complex and specific. Fewer people might be searching for these terms but there will be a lot less competition for the keywords.
Run them through Google and other major search engines to see what works and get an idea of the level of competition for each keyword. Once you have them, use them in your content but don’t over-use or ‘spam’ keywords.
As for the content itself, writing for the web tends to differ from writing for print and other media. Visitors have a tendency to scan content online so break it up into easily digestible chunks. In general it’s also a good idea to use simple language but you should also write for your target audience using industry-specific terminology as appropriate.
A poetry blog is likely to have a far different style and tone than a step-by-step guide on how to French polish a table, for example!
Photo by Julia S